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Monday, 09 December 2013 07:04

The 4 Most Effective Twitter Calls to Action

Social media marketing must include calls to action. Calls to action (CTA) are an essential part of inbound marketing. Their goal is to convert a user into a lead, and, later, into a customer. They are a way for you to entice your social media audience to focus on the action your want them to take.

Twitter recently analyzed more than twenty-thousand Promoted Tweets that were randomly sampled over a three-month period. They examined how various types of Promoted Tweet engagements differed depending on which types of calls to action were included, and compared them to a baseline of Promoted Tweets that did not include any calls to action. Here are the results:

1. Ask for a download.

Have a new product to promote that’s available for download? Tweets in timelines that explicitly ask people to download from an included link increase URL clicks by an average of thirteen percent. Tweets in search that feature this call to action increase clicks by an average of eleven percent.

Tips from Twitter:

  • Give people clear direction.
  • Offer an incentive to click.
  • Use # (hashtags) and @ mentions sparingly to keep users focused on one action.
  • You can also set a deadline to increase the sense of urgency.

 2. Ask for a retweet.

Want to turn followers into advocates and generate earned media? Offer a clear, compelling reason to retweet your messages. This increases retweets by an average of 311 percent.

Twitter recommends:

  • Spell out the word ‘retweet’ instead of using "RT."
  • Tell your audience why your tweet is worth sharing by giving them something valuable in return.
  • Keep formatting clear and simple, so people know exactly what you want them to do.

3. Ask for a follow.

Want to reach new audiences on Twitter? It could be as simple as asking for a follow. Twitter’s data shows that tweets that asked for a follow increased responses by 258 percent.

Twitter’s suggestions for improving effectiveness:

  • Highlight the exclusive content you’re offering, e.g. “Get a sneak peek at exclusive new products” or “See what goes on behind the scenes.”
  • Provide an incentive to follow you by promoting contests and prizes.

4. Ask for a reply.

Want a response from Twitter users? Ask for it. Tweets that ask for a reply increase replies by an average of 334 percent. Replies increase 307 percent when this call to action appears in search results.

Twitter tips to improve response rates:

  • Get personal in your tweets.
  • Use a conversational tone.
  • Combine the question with a contest or other exclusive incentive.

Have you tried marketing initiatives on Twitter? I’d love to hear about them!

Source: Pam Dyer http://www.socialmediatoday.com/pamdyer/1554646/4-most-effective-twitter-calls-action

Published in Marketing
Wednesday, 13 November 2013 05:14

What's in Your ... Marketing Plan?

Recently, our company went on a retreat. It was a working retreat, of course, but a retreat away from the office and from our individual to-do lists. A retreat where we got to look at the big picture and focus on all aspects of our company and products. But there was one thing we focused on the most—our marketing efforts.

Published in Marketing
Wednesday, 30 October 2013 00:00

We're Looking At You!

Pinterest is an ingenious social media platform that is perfect for destinations and attractions. As it continues to grow in popularity, more and more places are realizing that it really is a great way to showcase what they have to offer.

Published in Marketing
Wednesday, 22 August 2012 09:40

Social Media—Be Open and Be Human

Social marketing earns, not buys attention so have an opinion, be true to what you say, be of value, be open—above all, be human.

"Ask not what your customers can do for you; ask what you can do for your customers."—Stan Rapp

As markets become conversations, customer relationships and advertising models are changing for good. Passive consumption becomes active interaction. Monologue becomes dialogue. Control becomes collaboration. Customers are empowered, well informed, connected. Companies are becoming more transparent whether they like it or not.

It's an environment in which the balance of effective communication shifts from being less about interruption to more about participation, less about delivering a message to more about being part of a conversation, less about what you say to people and more about what people are saying about you.

It's an environment that operates to social principles—creating not subtracting value, serving a larger purpose than your own, being useful, facilitating.

It's an environment in which the more human elements matter—having a point of view, being true to yourself and what you say, being open, honest, transparent. Ford uses social media to (in the words of Scott Monty) "humanize the Ford brand and put consumers in touch with Ford employees," and regularly reaches out to bloggers for feedback and to encourage the spread of positive word of mouth.

Zappos believes that its "culture is their brand" and use social media to create touch points throughout every area of its business and ensure customer service isn't just a department, it’s the entire company. Authenticity is the currency that encourages trust, involvement, and engagement. Authenticity is what turns an audience into a following.

Source: Jon Leuty

Published in Marketing
Wednesday, 15 August 2012 21:13

Pure Michigan Surges on Social Media

Whether you like it, tweet it, pin it or hashtag it, Pure Michigan is expanding its social media fan-base, surpassing 400,000 Facebook fans and 500,000 eNewsletter subscribers in August.  Pure Michigan is also expanding its presence into new social media platforms, including Instagram, Pinterest and Google+. 



Pure Michigan continues to be one of the top-ranked state tourism agencies, with Think Social Media naming it the second-best social media presence among all state destination marketing agencies in the nation.



“Social media is a terrific opportunity to share the events, destinations and natural beauty Michigan has to offer, while also providing a forum for people to share their Pure Michigan experiences,” said George Zimmermann, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation.  “Our fans are incredibly active and we are constantly looking for new ways to engage with them and promote Michigan as a top destination here in the United States.”



In addition to regular updates from Travel Michigan, the Pure Michigan Facebook page allows fans to have conversations about destinations and events across Michigan and post their Pure Michigan photos and experiences. Pure Michigan also launched a new Facebook app in May that allows fans to include images from the award-winning campaign in their Facebook timeline, Twitter, desktop, iPad or mobile backgrounds. 



The Pure Michigan eNewsletter includes ideas to help plan Michigan getaways, including festival and event highlights, special promotions from featured destinations, deals, packages and shopping trips and a run-down on seasonal outdoor activities. During the recent Pure Michigan 400 Roush Mustang sweepstakes 59 percent of people who registered to win the Mustang also chose to opt-in to the Pure Michigan eNewsletter, for a total of 39,046 new subscribers.



Breaking ground with a strong presence on Google+ and Instagram Pure Michigan is leading the way in newer platforms as well. Pure Michigan boasts 94,000 fans on Google+, up from 54,000 in July. In a recent Google+ Hangout between NASCAR driver Brad Keselowski, crew chief Paul Wolfe and Pure Michigan, fans were able to submit questions via Twitter, Facebook, Google+ and the Pure Michigan blog and watch Keselowski and Wolfe respond in real time. The Hangout was also reposted to the Pure Michigan Connect blog and on its social channels. This was the first Google+ Hangout of its kind held by any state tourism agency. 



Pure Michigan holds the number one state tourism spot on Instagram with more than 3,600 followers since its launch in July.  To further facilitate fan interaction, Pure Michigan will turn its Instagram account over to a fan from the Instagram community who will serve as the official Pure Michigan Instagram photographer for the Pure Michigan 400 on August 19 at Michigan International Speedway.

The Pure Michigan Twitter and Pinterest accounts also have strong followings, with nearly 34,000 followers on Twitter and the number two state tourism Pinterest page. 

Additionally, michigan.org continues to be the most visited state tourism website in the country.

Travel Michigan, part of the Michigan Economic Development Corporation, markets the state’s tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to michigan.org.

The Michigan Economic Development Corporation serves as the state's marketing arm and lead agency for business, talent and jobs, with on focus on helping grow Michigan's economy. For more on the MEDC and its initiatives, visit: MichiganAdvantage.org.

Source: Pure Michigan

Published in Industry News
Wednesday, 25 July 2012 08:08

Social Media: Here Today, Here Tomorrow

Remember when e-mail marketing started, they said, direct mail is going to be a thing of the past. But even now, catalogs, donation requests, credit card offers, and local business promotions still show up in the mailbox. Direct mail is not dead.

Published in Marketing
Thursday, 24 May 2012 10:48

Increase Tourism Proactively

New tourism initiatives coupled with favorable weather and increased online marketing make Atlantic City's Convention and Visitors Authority  (ACCVA) optimistic about group travel despite climbing gas prices. The CVA collected statistics last month that prove a travel boom has descended on the city.

Using digital media to promote the city and its attractions has a hand in the 300,000 unique page views of the CVA website; 69 percent of the clicks were brand new visitors to the page. A social media push added 18,000 "Likes" in April, and 738 people opted in for the CVA's eNewsletter. There were 3,810 online requests for visitor guides.

Opening and revamping destinations throughout the city including several casinos is another reason CVB members are seeing increased tourism numbers.

"Revel opened to the public on Monday, April 2, marking the first new casino to open in Atlantic City in nearly nine years. Additionally, Golden Nugget Hotel and Casino celebrated its official grand opening during the latter half of April, following nearly a year of extensive renovations to the former Trump Marina. Overall, the number of public entertainment events scheduled at Atlantic City's eleven casino properties on 'weekend' days in April this year was greater than in April of last year–at twenty-five events this year compared to twenty-one last year," says Jeff Vasser, president of the Atlantic City Convention and Visitors Authority.

Opening the city to trade shows and conventions makes it a popular destination and increases the city's hotel stays and consequently overnight stays statistics. This April, more than 9,200 passengers stayed overnight which is a 24.4 percent increase from the previous year.

Atlantic City is pairing its destinations with proactive online marketing efforts to increase overall tourism to the city.

Source: Atlantic City Convention & Visitors Authority, Tourism Barometer

Published in Marketing
Thursday, 24 May 2012 10:08

Supplier Engagement Promises Sales

Suppliers like The Fox Cities Performing Arts Center in Appleton, Wisconsin, are reaching out to clients for ideas on how to best provide products and services. Connecting this way proves your business really does put the customer's needs first.

The Fox Cities Performing Arts Center asks "Are you listening to your tour operator partners? Have something to say about Broadway tours in your city? Looking to better your experience at the theater next season?" The questions are geared toward those who have experience with the company and those who may be looking to learn more about it. The important thing is that the arts center makes a point of showing clients that their input will matter.

"We want to hear more about which shows you want to see in our city and how we can offer the best theater-going experience for you," the arts center says.

Open ended questions invite engagement on social media channels, but another way to gain customer input is through survey results. The Fox Cities Performing Arts Center is doing just that to converse further with its clients, and they're doing it with incentive.

"Need more of a reason to improve your Broadway experience? Take our survey and enter for a chance to win two round-trip tickets to New York this summer! Enjoy three nights in the heart of New York City at the Westin New York Times Square and receive two tickets to see some of Broadway's hottest shows," the arts center says.

Each of these efforts launches the supplier into a conversation with its clients and allows them to put constructive suggestions to use in each of the company's products and services.

Source: The Fox Cities Performing Arts Center
Published in Sales
Thursday, 17 May 2012 14:16

Promote Deals on Facebook

Amish Acres in Nappannee, Indiana, is making good use of social networking channels to boost client awareness of special deals. The destination recently posted a new offer for its upcoming Southern Gospel Concert of The Pfiefers on Facebook, and in doing so engaged its client-base online en masse.
Published in Sales

Pure Michigan has a new Facebook app that allows fans to include images from the award-winning campaign in their Facebook timeline, Twitter, desktop, iPad or mobile backgrounds. Fans can chose from twelve different images that highlight Michigan’s natural beauty and unique destinations.


Published in Industry News
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Serendipity Media, LLC • 535 Cascade West Pkwy • Grand Rapids • MI • 49546

Ph: 616.458.8371 • Fax: 616.458.8609 • Web: serendipitymediallc.com